Internet Branding

Written by H. Vanoy Barton

Internet Branding by H. Vanoy Barton Inrepparttar beginning there was traffic. It was easy to come by in 1993. Publish a web site andrepparttar 147967 entire web world would know about it and visit within a month. In fact inrepparttar 147968 days of yore one could visit every site onrepparttar 147969 Web. I know. I've done it several times. Andrepparttar 147970 offline saw that traffic was good and they came - byrepparttar 147971 millions. Thereafter publish a web site and you would be lucky to have any hits other than your own development hits within a month. Andrepparttar 147972 people knew that traffic was good, yet they had little, or none. Challenge spawns opportunity. Hence directories and search engines arose andrepparttar 147973 people rejoiced forrepparttar 147974 millions could now be found. And sorepparttar 147975 first iteration ofrepparttar 147976 Web passed andrepparttar 147977 found andrepparttar 147978 lost were as one - eventually indexed. Commerce and competition arose, as it always does with every technological advance, business models decriedrepparttar 147979 wild west confusion ofrepparttar 147980 web and mandated order and profit. Andrepparttar 147981 traffic remained good yetrepparttar 147982 people lamented becauserepparttar 147983 ecumenical nature of traffic was replaced byrepparttar 147984 bought andrepparttar 147985 paid for. Andrepparttar 147986 major brands rejoiced forrepparttar 147987 traffic was good and it could be bought, tamed and redirected. Yet, throughout it allrepparttar 147988 pioneers andrepparttar 147989 foolhardy andrepparttar 147990 diligent andrepparttar 147991 brave remained steadfast, for they had become digital in their outlook and on wasrepparttar 147992 state ofrepparttar 147993 Web. The traffic increased, though not for all. Traffic isrepparttar 147994 river that always flows. And sorepparttar 147995 second iteration ofrepparttar 147996 Web passed andrepparttar 147997 lost were further still andrepparttar 147998 found paid with money or arduous labor.

“Beware the Click Without the Conversion”

Written by Kevin Gold

It is a funny thing with pay-per-click marketing.

Marketers spend significant time and money increasing their traffic volume (click-throughs) while focusing less onrepparttar website conversion strategies that produce results fromrepparttar 147936 click-throughs.

Why is this funny?

Because in essence, a “click-through” places money inrepparttar 147937 pocket ofrepparttar 147938 pay-per-click search engine --- only a “conversion” like a sale or sales lead creates money forrepparttar 147939 marketer.

Under a practical perspective, a “click-through rate” isrepparttar 147940 percentage of times your “FREE LISTING” (called an “impression”) is clicked on to generate a “PAID” visitor. Until your website conversion strategies “convert”repparttar 147941 PAID visitor into a valued action,repparttar 147942 visitor is an expense.

The higher your click-through raterepparttar 147943 greater your expense andrepparttar 147944 more revenue you create forrepparttar 147945 paid search engines. Thus by increasing traffic volume, you fuelrepparttar 147946 search engine’s growth, not yours.

Another perspective is to envision a “click-through” as placing coins into a slot machine. You cannot winrepparttar 147947 jackpot without inserting coins yet your preference is winning with fewer coins than with more. Likewise, you need click-throughs from your paid search ads to your website to generate sales or sales leads; however, your preference should be winning with fewer click-throughs than with more. If your not focused on increasing your website conversion strategies than this gambling metaphor makes a great deal of sense, right?

The BIG Question is “How to Focus on Maximizing Your Website Conversion Strategies?”

How do you winrepparttar 147948 “jackpot” with less click-throughs? There are a few different website conversion strategies to increase your results from your paid search marketing. Some ofrepparttar 147949 strategies are managed atrepparttar 147950 paid search engine level, whilerepparttar 147951 others at handled atrepparttar 147952 website level (or referred to as your “landing page”).

Here is a quick list of website conversion strategies for turning more paid search engine visitors into sales or sales leads with less click-throughs…

1. Negatively Qualify Visitors in Ad Titles and Descriptions:

Your objective is to “negatively-qualify” potential visitors by explicitly stating major product or service attributes, using words that connect with qualified buyers versus non-qualified ones and setting “click roadblocks” like prices to divert “out-of-your-market” searchers from clicking on your ad simply out of curiosity or false pretenses.

Ideally, you want to giverepparttar 147953 potential visitorrepparttar 147954 most important information atrepparttar 147955 “impression” level before you pay for them after a click-through. Consider these elements when writing your ad’s titles and/or descriptions.

• Always userepparttar 147956 keyword in your title (and if possible, description). Industry research indicates thatrepparttar 147957 “perceived” quality is approximately 60% higher in listings whererepparttar 147958 search term is included.

• Inrepparttar 147959 description, include short, concise statements communicating your customer benefits. If you have limited room, then prioritize you customer benefits and list onlyrepparttar 147960 most important ones. • Because you have limited character space, you must choose your words wisely. Certain words like, “Maximize”, “Exclusive” and “Indulge” have a positive persuasive impact on potential visitors versus negative ones like “Difficult” or “Expensive”.

• If you have an e-commerce website Include a product’s model number, your shipping incentives and shipping reach (nationwide or international), any guarantees,repparttar 147961 price, potential inventory restrictions or other specific product or service information that customers require (or expect) to read and review before making a buying decision.

One important “experience” note – you will never divert all non-qualified click-throughs. It is human nature to not always readrepparttar 147962 print and simply click through an ad. Unfortunately, logic does not always apply to behavior. 2. Track Performance forrepparttar 147963 Individual Keyword:

Track your paid search marketing atrepparttar 147964 keyword-level. It is essential that you know your “per click” results fromrepparttar 147965 money you spend.

For example, if you have 1,000 keywords active in your paid search marketing program and you spend a total of $3,000 a month – do you know which ofrepparttar 147966 1,000 keywords producerepparttar 147967 best results?

What if 80% of your sales stem from 20% of your keywords? Moreover, what if this 20% accounted for just a small percentage of your $3,000 monthly cost? If you do not have keyword-level tracking you will not be able to make these financially beneficial assessments. Time-tested experience shows that tracking your keywords generates higher returns on investment and enable greater leverage of your website conversion strategies.

Be careful though of matching options (i.e. broad, advanced, exact, phrase and so on) offered by Google Adwords, Overture and other pay-per-click search engines. They provide “convenience” but unfortunately they skew your keyword performance results.

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